People want iPads, not tablets

Ask anyone today why one should own a tablet and no one will be able to give a convincing answer. Then why are all those iPads virtually flying off the shelves? The answer is simple; people don't want tablets, they want iPads. Call it Apple's marketing genius or anything else but they managed to revive a dying segment and turn it into a profitable one. They made everyone take notice of it and now suddenly it is the hottest thing in the technological space. Yet, competitors are unable to match Apple's success in the segment, despite of the fact that on paper they offer everything that Apple's device does, at times even more. So what is not working for them?